Google search results have become the new Yellow Pages because it is the first and foremost way in which customers connect with local businesses. This means that search engine visibility is critical for any kind of success, because without a highly visible online brand, marketing is impossible and the business might as well not exist at all.
To be able to have strong search engine rankings, a robust marketing strategy is needed and an example of that is enterprise-level SEO. But how does Enterprise SEO work and what are its implications for your business?
What Is Enterprise SEO?
Before we go to its main functions, let us first understand what Enterprise SEO is. Basically, Enterprise SEO is the same with other SEO. The only difference is that it deals with larger companies that has thousands of web pages or multi-page websites, do e-commerce, or have a nationwide reach.
For Enterprise SEO, the necessary foundation and skills are the same as that of local SEO but the level of proficiency of the skills must be higher and more complex. It’s because Enterprise SEO is more competitive, more strategic, and more dynamic in the approach to help your brand or website succeed.
How Does It Work?
Enterprise SEO’s role varies depending on the specific needs and scope of a company. It’s because there are multiple people an SEO has to report to in enterprise marketing which depends on a variety of factors. Their role can be reporting to their SEO marketing manager or sometimes to a digital marketing director who oversees multiple channels.
The critical part to the Enterprise SEO agent is the integration within a broader team. It’s because the enterprise SEO must work flawlessly with Web development, social media, and other market channels in order for this work to be effective. It is also important for Enterprise SEO to have a strong command of both business and the more technical dimensions of search engine marketing because it must leverage search trends and tools to be able to improve traffic, conversions, and most importantly, the bottom line.
Enterprise SEO Tools
When it comes to enterprise marketing, the tools needed are those which can assist the marketers with the enormous task at hand. Therefore, these enterprise SEO tools must have features that can offer innovation, automation, and integration.
- Innovation: An Enterprise SEO tool should have a focus on the creative ideas for future campaigns. This can include keywords that may not have been accounted for during content ideation. Usually, themes for campaigns are decided first, but after sometime, you will find that audiences are looking for the same content in different ways. With this, a tool can be a great advantage for coming up with great keywords that can turn searches into customers.
- Automation: This is important in enterprise level reporting because an Enterprise SEO tool should be able to aggregate large data into a readable report that is sent either weekly, monthly, or quarterly. It is also a great time-saver because an SEO no longer has to put together raw data into readable formats.
- Integration: This is important when an enterprise level company uses all digital marketing channels. It means that teams should be able to align to their peers’ strategies and verticals. In fact, campaigns are always more successful when there’s a team goal.
The Enterprise Team
When it comes to Enterprise SEO, one of the biggest challenges is managing the multiple stakeholders that might be involved in the process. It’s not like in a smaller company that only one employee usually handles SEO as well as content creation, website code, and others. On an enterprise team, the SEO responsibilities are split into different people such as IT, marketing, and creative workers and each of them have different objectives.
Content creators are usually focused on delighting the end user. Developers are responsible for the website’s efficiency. And marketers are concerned about search engine performance, however, they are the least able to affect the changes needed to drive it.
This means that to be able to implement an effective enterprise-level SEO, you need to bring all of these different departments together and allocate responsibilities in a way that everyone understands the ultimate goal and as well as their specific involvement in the process.
This can be challenging because you need a skilled leader that can delegate action items and motivate workers, unless your company would choose to hire a professional Enterprise SEO company instead.
To sum it up, an Enterprise SEO has a lot to offer to a digital marketing team. They aim to meet not only their SEO goals, but as well as the company’s goals as well. They are able to influence searchers throughout their buying journey before they turn to a customer. So, if you’re looking to get into a larger version of the search engine optimization, then Enterprise SEO is the way to go.